Instead of a movie review, today I’m going to review movie trailers! What makes a good movie trailer? Let’s figure that out.
Star Wars: The Last Jedi
This trailer receives an A for music and sound. It’s an unconventional trailer in that it teases the plot of the film but also raises a lot of questions–why is it time for the Jedi to end, for instance? Those questions are what will drive audiences to the theater come December. This trailer strikes the perfect balance of being fun to watch, informative, and intriguing. 5/5
The Dark Tower
This trailer for the screen adaption of Stephen King’s Dark Tower series makes the movie look like it will be compelling. Primarily expository, this trailer spends a lot of time setting up the plot and characters of the film for viewers. This seems appropriate given that the series will be unfamiliar to many (unlike with Star Wars). The trailer also mentions Stephen King, which might give audiences a sense that the story will be interesting. However, I believe the trailer lacked a sense of mystery. After watching the trailer, I don’t really have any burning questions I want to go to the theater to have answered. That said, the concept and actors may be enough to sell the film. 3/5
This trailer has three main goals: introduce the new Spiderman, introduce the villain, and promise viewers a fun adventure. It accomplished those goals for the most part, leaving me with a strong sense that I know what the movie will be like. Is it as intriguing as The Last Jedi trailer? I don’t think so, but that’s forgivable.
That said, the music and sound were good, and the trailer includes a tag after the title reveal at the end of the trailer with a humorous sound byte, presumably designed to generate a laugh from the audience right before the screen goes black and the next trailer begins in a theater: it’s a clever technique used by a lot of trailers. 4.5/5
This trailer hits a lot of good notes–it’s informative, intriguing, and even has a well-chosen song by the Rolling Stones playing ominously in the background. The Mummy franchise is a bit old, but studios are hoping that Tom Cruise will be able to reinvigorate it. A question I have after watching the trailer: why is the Mummy so interested in Tom Cruise’s character? This trailer strikes a great balance of showing what the movie is about yet also not revealing too much. 5/5
This trailer is fairly expository, which is fitting given that the creators are trying to sell the concept to an audience that needs to be won over: what about this film should make us want to see it? Well, World War I, for one thing. The trailer seems to set the film up as a prequel narrated by Diana about her involvement in World War I. This trailer promises everything–explosions, drama, romance, suspense, and humor. Notice that this trailer, like the one for Spiderman: Homecoming, puts a 15 second clip after the title reveal at the end of the trailer to generate a laugh from the audience. It’s a recurring technique.
I also really enjoy the music and sound of the trailer; the only thing that could have been stronger is a sense of mystery, perhaps around the villain. 4.5/5
Blade Runner 2049
I evaluated this trailer from the perspective of someone familiar with the general plot of the original Bladerunner, but who hasn’t seen it. This trailer weighted itself very heavily on the side of mystery. Very little (anything?) is revealed about the plot of the film. In fact, what is shown in the trailer could very well be simply the first few minutes of the film. After that, anything could happen!
Instead of taking a summary approach, this trailer focuses instead on identifying the people behind the film (executive producer Ridley Scott and director Denis Villeneuve) and the two main actors–Ryan Gosling and Harrison Ford. Perhaps the PR team behind this trailer is banking on Bladerunner fans and the prestige of the creators and actors to draw audiences to the theater. It may work, but speaking as someone who is unfamiliar with the Bladerunner story, I think the trailer should have revealed more about the film. 4/5
In addition to introducing the story and characters and providing a tease, some trailers artfully mislead audiences, making the films more of a surprise, as in this trailer for La La Land (Without spoiling, there’s a scene in the trailer that is different than in the film). This would be a fun technique to evaluate, but can’t be done until the above films hit theaters.
Until then, happy trailer-watching!